With the Chicken Wars dominating the fast-food conversation and McDonald’s being late to the game, they needed to introduce a new menu item into an already highly-competitive category.

Taking a page from drop culture, McDonald’s launched the new Crispy Chicken Sandwich with a limited-edition capsule collection. Positioning the sandwich like a must-have sneaker, fans were prompted to pre-purchase the sandwich to gain access to the ‘crispyjuicytender’ capsule.

More than 150,000 fans queued up as the capsule dropped through a custom made website. Along with a limited-edition 7” vinyl by Grammy Award winning producer Tay Keith, and a custom hoodie to match, the new Crispy Chicken Sandwich sold out in just 3 minutes.

In addition to 2,550 media placements, the Crispy Chicken Sandwich became McDonald’s best-selling product launch in thier 60-year history. And all before the first TV spot even hit the air.